Every industry has its own unique marketing needs. As an HVAC professional, your audience is significantly different than that of a local retail establishment or restaurant. You’re focused on customers with a very specific set of needs.
The seasonal nature of the HVAC industry requires a special level of relationship-building that isn’t necessarily required of other industries. Successful HVAC professionals understand that the key to success lies with having satisfied customers. There is plenty of competition out there, and to stand above the rest you must put people at the top of your priority list.
With an exceptional staff of employees and stellar relationships with your customers, you’ll produce a customer base that will stay loyal and contribute to your profits, even in times of economic downturn.
What Does HVAC Marketing Look Like?
Picture a circle with three key components:
- Customer acquisition
- Customer retention
- Customer extension (up-sell and cross-sell)
Each element feeds into the next, creating an ever-evolving circle of growth for your business.
Acquisition is the place where your customers first appear in your circle. Not all leads are qualified; in the HVAC world, wasting time on prospects who don’t pan out can be a costly endeavor. The best way to build upon your customer base is to keep your existing customers happy so they refer people to you who will readily fall right into your sales funnel.
Retention is the means by which you maintain your existing customers’ so they come back to you when they’re in need of future services. Follow-ups and proper timing are imperative components to the retention portion of the process.
Extension involves up-selling and cross-selling your services as a way of enhancing customers’ overall experiences.
At Continuity Programs, we focus on HVAC marketing that boosts a clients’ position within their marketplaces. We implore niche knowledge of the way HVAC customers behave so our clients makes the most of their marketing efforts.
To learn more, we invite you to download our free white paper, HVAC Marketing Essentials.